CASE STUDY / WORK THAT MOVED
A promotional identity that positions Pukekohe as Franklin’s commercial heart and gives local activity one confident public voice.
01 / OPPORTUNITY
Pukekohe’s town centre serves a fast-growing community and a wider rural region, but its public story was fragmented. The business association’s communications often spoke as an organisation rather than as a place, making it harder to build pride, local loyalty and a recognisable proposition for the town centre.
02 / ACTION
Beyond Usual reframed the association’s role around celebrating the town, its businesses and its people. The communications strategy established a more positive, useful and community-facing voice: authentic, unpretentious and grounded in Pukekohe, but confident enough for a changing commercial centre.
That thinking led to a refreshed promotional identity and the positioning “The High Street of Franklin”—a simple way to express Pukekohe’s role as the region’s central place for shopping, services, hospitality, enterprise and connection.
03 / MOVEMENT
The identity created a more cohesive platform for campaigns, business promotion and public communications. It gives individual activities a recognisable home while helping the association speak to both businesses and the wider community.
The work shifts the emphasis from promoting an organisation to building belief in the place it represents.
From association communications to a public identity for the town.